As published in Hall & Partners “Experience” Magazine in November 2017
Say hello to Melissa. Melissa is your customer – and has been for the last five years. You think you know what Melissa likes, what she wants, and how to keep her happy.
So why is she talking to your competitors?
Customer-centric companies invest in real-time customer experience programmes, as they listen to their customers to try and understand how well they are delivering a customer experience that meets or exceeds their brand promise. While they attempt to listen across all channels, and with all forms of feedback, one of the biggest assumptions made is that customers follow a specific pre-identified set of customer journey paths. In today’s digital and omni-channel world, this assumption is flawed.
Melissa’s journey will differ from Mark’s journey, which will differ from Martha’s journey, in a multitude of ways. Melissa, Mark and Martha want to interact with your company when they want, how they want, through the channels they want, until they reach the goal they’ve set-out to achieve… or feel neglected and leave. This means that their customer journey paths are dynamic.
Modelling customer journeys as static approximations of the customer experience leaves a gaping hole – one into which customers like Melissa are falling as they slip through the cracks. Because customer experience management is focused on measuring situations where customers achieve their goals, it largely ignores customers that did not achieve their goals.
This doesn’t have to be the case for Melissa, thanks to inQuba’s Dynamic Journey.
A data-driven and active approach to customer experience management, it’s shifting the boundaries of what’s possible in real-time customer engagement. inQuba Dynamic Journey is creating avenues that allow companies to not only retain those customers, but to engage with them in real-time to assist them in meeting the goal they set out to achieve – driving sales, brand loyalty and retention in the process.
This innovative platform uses the operational and transactional data from a brand’s business systems to understand the real journeys of their customers. Most importantly, it identifies when – and why – a customer fails to achieve their goals, allowing intervention in the customer’s journey when they need help.
Imagine this frequent scenario: Melissa hasn’t failed to achieve her goals; rather she’s got stuck at one point in her journey. This can result in more than just a halt – it can lead to a recursive loop that sees her being frustratingly pushed from pillar to post, significantly increasing her effort. By virtue of its ability to track customer journeys in real time, Dynamic CX can immediately identify when this is about to happen and create an intervention. An appropriate real-time engagement allows Melissa to move to the next step of the journey, while mitigating any negative effects of the initial pause.
This finally makes a reality of the holy grail of CX: a true single view of the customer’s context, regardless of channel. By dynamically using the data that brands collect across all touchpoints and channels, an understanding from the patterns of customer interactions can be produced. This provides far more than just the ability to get to know the customer better; it allows for the prediction of customer journeys that will lead to failure, and enables the interventions with the customer that can bring their journeys back on track.
In order to be successful, engagements with Melissa must be dynamic dialogues that build, based on her individual context. Surveys, like static customer journey modelling, are dead. User feedback is more valuable than ever, but intelligent insight collection across multiple channels (transactional, social media, etc.) is what’s needed to win in today’s customer-centric world.
Melissa – and Mark and Martha – can now truly become the focal point. By developing a far richer understanding of their customers’ experience, brands can make use of the relationships between a customer’s journey and their emotional reaction to the experience, and how this influences desired outcomes. This is the dynamic future of customer experience orchestration… it’s here today, and our strategic partnership with Hall & Partners is helping our clients ensure they’re delivering a customer experience that meets or exceeds their brand promise.